受食品价格上影响的消费者的细分和描述
1Faculty of Life Sciences, Albstadt-Sigmaringen University, Germany; Chair of Marketing and Consumer Research, TUM School of Management, Technical University Munich, Germany; HEF World Agricultural Systems Center, Technical University Munich, Germany.
Appetite
|December 28, 2023
概括
2022年食品价格上影响了德国消费者,特别是专注于储蓄的部分消费者. 这一群人以较低的生活满意度和悲观主义为特征,需要有针对性的支持和政策措施.
科学领域:
- 消费者行为 消费者行为
- 食品经济学 食品经济学
- 社会经济学研究 社会经济学研究
背景情况:
- 2022年粮食价格通胀造成了消费者面临的巨大压力.
- 观察到食物选择和消费行为的变化.
研究的目的:
- 了解消费者对食品价格上的反应.
- 确定受食品价格通胀影响的消费者群体.
主要方法:
- 在线调查1000名德国消费者 (2022年).
- 主要组件和集群分析以确定消费者细分.
- 使用社会人口统计学和心理统计学变量对集群的描述.
主要成果:
- 28%的受访者表现出强烈的储蓄行为参与.
- 这一受影响的细分市场报告生活满意度较低,悲观情绪较高.
- 收入较低和就业可能性较低与这一群体有关.
结论:
- 需要针对弱势消费者采取有针对性的沟通和政策措施.
- 干预措施应旨在增强受影响群体的稳定性和未来信心.
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